Publix Twitter account goes live

Publix Super Markets Inc. relaunched its long-inactive Twitter account Monday, gaining nearly 6,000 in less than a day’s time, according to Shannon Patten, Publix spokeswoman.

The Lakeland-based grocer launched two official twitter accounts, @Publix and @PublixHelps on Monday in an effort to “help extend the customer experience online,” Patten said. The @PublixHelps account will answer customer inquiries posed on Twitter and follow up to each one. @Publix account will tweet company announcements and promotions. Both accounts are managed by a company social media team.

The grocer chain has several other Twitter accounts, including @PublixJobs and @Publix_IT_Jobs which launched in 2009 and 2010 respectively, which solely provide information about job openings. Those accounts are managed by Publix recruiters.

“The opportunity to interact with our fans on Facebook has been a positive experience for us and we were ready to expand the way we interact with customers on another social media platform,” she said. “Having a presence on Twitter will allow us to engage with even more customers and enhance the level of service we provide to them.”

In September, Sarasota Publix sub fans could order sandwiches online and pick up in the store. Only two stores offer the service, which is still being tested in certain markets, but the chain has plans to introduce the program in 50 stores nationwide. Publix also launched a digital coupon-clipping program in stores Ocala and Alabama stores in 2012.

Development is under way on Merchant Customer Exchange, a mobile phone platform that will allow customers to pay for products inside stores such as Publix, Target, Walmart, 7-Eleven, Best Buy and via smartphone.

The service will be similar to the Google Wallet and PayPal programs that keep payment information on a phone that can be used anywhere most major credit cards are accepted.

Photo by Dan Wagner, Herald-Tribune staff.

For more shopping news in Southwest Florida, follow reporter Justine Griffin on Twitter and Facebook or email her at justine.griffin@heraldtribune.com.